吸烟者感知吸烟社会规范与社交性吸烟行为的关系:身份认同和关系观的作用

The Relationship between Perceived Smoking Social Norms and Social Smoking Behavior among Chinese Smokers: The Mediating Role of Identity and Moderating Role of Cultural Value of Guanxi

考察吸烟者身份认同和关系观在感知吸烟社会规范与社交性吸烟行为关系中的作用。对508名吸烟者进行问卷调查,结果表明:(1)感知吸烟社会规范显著正向预测社交性吸烟;(2)身份认同对感知吸烟社会规范和社交性吸烟关系起部分中介作用;(3)关系观正向调节感知吸烟社会规范和社交性吸烟的关系,而对感知吸烟社会规范和身份认同关系的调节不显著。研究支持了感知吸烟社会规范影响社交性吸烟的身份认同机制和文化价值观调节机制。

Social smoking, which refers smoking with others, may be a common pattern among Chinese smokers and frequently be motivated by social influences. The previous studies have showed that the smoking behavior would be positively predicted by perceived social norms of smoking. However, little is known about the influence of perceived social norms on social smoking as well as its underlying psychosocial mechanisms. Guided by the theories of Social Identity Theory and Theory of Identity-based Motivation, the self-identification as a smoker which is influenced by others would result in social smoking among smokers. Besides, the cultural values of guanxi should be considered when explaining the reason of social smoking behavior for Chinese smokers. According to the Theory of Cultural Value Orientations, the human behavior would be influenced by the cultural values. Given these, the present study aims to examine(a) The association between perceived social norms of smoking and social smoking behavior,(b)The mediating effect of smokers’ identity on the relationship between them, and(c) The moderating effects of cultural value of guanxi on the relationship between perceived social norms and social smoking among Chinese smokers.A sample of 508 current daily smokers were recruited to complete self-report questionnaires, including Perceived Smoking Social Norms Scale, Smokers Identity Scale, the sub-scales of guanxi from the Chinese Culture Value Scale, and Social Smoking Questionnaire. Partial correlation analyses(controlling for gender, age, marital status, and so on) were conducted to examine the relationships between study variables. Then, the mediation model and moderated mediation models were examined by using Model 4 and Model 8 in PROCESS macro for SPSS respectively. The results showed that:(1) The perceived social norms of smoking positively related to smokers’ identity and social smoking.(2) The relationship between the perceived social norms of smoking and social smoking was partially mediated by the smokers’ identity.(3) The moderated effect of culture value of guanxi on the relationship between the perceived social norms and social smoking was significant. The effects of perceived social norms on social smoking was stronger in the smokers with higher level of culture value of guanxi than the smokers with lower level of culture value of guanxi.(4) The moderated effect of culture value of guanxi on the relationship between the perceived social norms and identity was not significant.It was concluded that the positive relationship between perceived social norms of smoking and social smoking behavior was mediated by smokers’ identity and moderated by culture value of guanxi among smokers. It suggests that self-identification as a smoker, with increased perceived social norms of smoking and then increased social smoking behavior, performed the social cognitive function in the process of social smoking. Meanwhile, the dynamic process of social smoking behavior was moderated by cultural values of guanxi. The moderated mediating model broadens the application scope of the theories of identity and the theories of cultural value and provides a more comprehensive interpretation about how perceived social norms influence social smoking for Chinese smokers. Further studies could use multiple methods to explore the underlying mechanisms.